Accio Work is Alibaba's AI-powered business assistant, backed by Alibaba Group's global e-commerce ecosystem, Accio Work is on a mission to make global trade as easy as local trade. We're now building our North American presence and looking for a brand storyteller who can put Accio Work on the map.
About the Role
We are looking for a creative, brand-obsessed marketing leader to own Accio Work's marketing in North America. You will define who we are, how we sound, and how we show up across social and cultural moments. You will build a brand that North American SMBs and business builders trust, talk about, and share.
What You'll Do
- Own the North American brand narrative. Develop and evolve Accio Work's positioning and brand voice for audiences — making AI product feel native, credible, and culturally resonant in North America.
- Lead creative strategy end-to-end. Set the creative direction for campaigns, launches, and always-on content. From big-idea campaign concepts to visual identity and tone, you will be the creative conscience of the brand in-market.
- Drive social-first storytelling. Build and run the social playbook across TikTok, Instagram, LinkedIn, and X — creating content that educates, entertains, and earns attention. Turn complex AI-for-trade concepts into stories people actually want to watch and share.
- Build the creator & community engine. Identify, recruit, and manage creators, KOLs, and community voices who can authentically champion Accio Work. Grow a community of SMB owners, traders, and AI enthusiasts around the brand.
- Collaborate with global teams. Partner with Product Marketing, GTM, and regional teams to localize global campaigns, ensure brand consistency, and feed North American insights back into the global brand strategy.
- Measure brand impact. Define and track brand health metrics — awareness, consideration, sentiment, share of voice, and engagement — and translate them into clear strategic decisions.
Who You Are
- 8+ years in brand marketing , creative strategy, or social-first marketing, with at least 2+ years in a leadership capacity. Experience in tech, SaaS, B2B, or consumer internet is a plus.
- A genuinely strong creative mind. You have a portfolio of campaigns, content, or brand moments you're proud of. You think in ideas, not just channels.
- Social-native and platform-fluent. You live and breathe TikTok, Instagram, LinkedIn, and X — you know what earns attention and what gets ignored. Experience working with creators and building community is a strong plus.
- A storyteller who simplifies. You can translate complex technology (AI, cross-border trade, e-commerce) into clear, human, shareable stories.
- Locally fluent, globally aware. Deep understanding of North American business culture and media landscape, with the cultural sensitivity to represent a global brand authentically. Fluent English required.
- A builder with ownership. Comfortable operating in an ambiguous, fast-moving environment — building the playbook as you go, with strong self-direction and bias for action.
Nice to Have
- Experience marketing AI products or working with a global/Chinese company
- B2B marketing or SMB-focused brand experience
- Experience launching a brand into a new market (0→1)